Universal Music wanted more attention towards their band AlunaGeorge.

We were asked to create buzz and preferably reach out to a new audience.

We teamed up with The Gathering, the worlds second biggest computer party, to have the event headlining their opening ceremony.

The month leading up to the event, we worked together with gamers associated with the Gathering to make films, posters and billboards within the game, as well as replicating the Vikingship, the venue where The Gathering is happening.

Two days before the event the campaign went live, we launched the resource pack spread the posters and billboards as one would for a normal concert, only the walls we posted on was inside Minecraft. We also sent out a press release targeting music and tech news.

During the actual event the concert went live both at The Gathering and in Minecraft. The 1200 spots on the Minecraft servers filled instantly, and the ones who didn't get a spot could watch it on livestream through Twitch and through NRK, Norways public broadcaster.